Celebrity Auctions will be held at least once a month, offering everything from gadgets and branded merchandise to cruise holidays.

Agents have the chance of winning a stateroom on a number of Celebrity’s ships - with auction reserve prices starting from £335 for a twin-share balcony stateroom.

During each virtual auction, the first of which takes place on Wednesday (31 August), agents can use the Celebrity Rewards points they accumulate making bookings to bid on items. Auctions are held via the line’s Celebrity Central trade portal.

Speaking to TTG, Celebrity’s UK and Ireland head of sales Nicola McNeish said the initiative aimed to give agents “the widest possible choice” on how to spend their rewards.

McNeish said Celebrity Auctions would be an “ongoing” scheme, adding the line would also be increasing its subsidy on cabin gifts for agents, with which they can treat clients to extras like champagne, chocolates or cuddly toys.

Claire Stirrup, UK and Ireland director of sales, added: "Having the opportunity to join Celebrity Cruises on their own holiday or arrange for the perfect gift for their clients, really does take this scheme to the next level. We hope this continues to show our appreciation for our valued trade partners."

The launch of Celebrity Auctions comes as the line reintroduces its Earn On Every Booking initiative, with up to £20 per sale available until 21 September. Celebrity’s sales team will also be rewarding agents with prizes worth up to £500 for those partners “going above and beyond”.

“We want to surprise a range of different agents – whether that’s our top performers, partners who’ve made big bookings, or it could be someone’s first bookings with us,” said McNeish.

Following a series of recent appointments and internal promotions, McNeish said Celebrity had finished recruiting for its sales team, which she believed was “the strongest team possible” to service partners.

She also revealed the line would restart its trade ship visit programme this month, with “a mixture” of visits for Celebrity Apex and Celebrity Silhouette, as well as a “seminar at sea” event hosted onboard Celebrity Beyond.

Meanwhile, Celebrity announced the winners of its summer incentives rewarding agents with Peloton bikes £1,000 to spend at Stella McCartney.

The winners of the line’s “Win a share of £25,000” campaign were announced on the Celebrity Cruises Agent Facebook page earlier this month.